Brand Sense, "the worlds's leading sensory branding agency" that's just opening doors, says in its inaugural address that marketers who until know have overemphasized the visuals should appeal to a broader range of senses. "Eighty three percent of all commercial communication appeals only to one sense – our eyes. That leaves a paltry 17% to cater for the other four senses. This is extraordinary given that 75% of our day-to-day emotions are influenced by what we smell, and the fact that there’s a 65% chance of a mood change when exposed to a positive sound."

The agency is selling a new book also titled Brand Sense that promotes the ideas of multisensory marketing. But of course, AdLab readers already know all that: